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Article

Qing Tang, Xuefeng Zhao and Shan Liu

The purpose of this paper is to investigate the influence of two intrinsic (i.e. sense of self-worth and socializing) and two extrinsic motivations (i.e. economic reward…

Abstract

Purpose

The purpose of this paper is to investigate the influence of two intrinsic (i.e. sense of self-worth and socializing) and two extrinsic motivations (i.e. economic reward and reciprocity) on mobile coupon (m-coupon) sharing by users in social network sites (SNSs). Moreover, this study examines how coupon proneness moderates the relationship between motivations and m-coupon sharing in SNSs.

Design/methodology/approach

A research model that integrates four motivations, coupon proneness, and m-coupon sharing is developed. Quantitative data from 247 users are collected via online and offline survey. Partial least squares technique is employed to evaluate the measurement model, and hypotheses are tested through hierarchical regression analysis.

Findings

Sense of self-worth, socializing, economic reward and reciprocity have positive effects on m-coupon sharing in SNSs. Furthermore, coupon proneness positively moderates the relationship of socializing and reciprocity with m-coupon sharing, whereas the moderating effects of coupon proneness on the relationship of sense of self-worth and economic reward with m-coupon sharing are insignificant.

Originality/value

The findings highlight the integrated effects of coupon proneness and motivations on m-coupon sharing in SNS. The impact of socializing and reciprocity on m-coupon sharing is higher for users with higher coupon proneness. However, the effect of sense of self-worth and economic reward on m-coupon sharing is the same regardless of coupon proneness of users. Therefore, although users with different motivations should be identified, SNSs and merchants should develop different incentive mechanisms to promote m-coupon sharing among various users.

Details

Internet Research, vol. 26 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

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Article

Xiabing Zheng, Matthew Lee and Christy M.K. Cheung

Existing research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of…

Abstract

Purpose

Existing research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of e-loyalty by exploring the roles of coupon proneness and value consciousness in the context of online shopping platforms.

Design/methodology/approach

The authors empirically tested the research model using a sample of 537 users of an online shopping platform in a longitudinal setting.

Findings

The results provided support to all the hypotheses in the research model; particularly, the authors found that coupon proneness and value consciousness play important roles in explaining e-loyalty. They both exhibited significant moderating effects on the relationship between loyalty intentions and repurchase behaviors. The impact of trust on loyalty intentions was also examined.

Research limitations/implications

The authors believe that this study will shed light for practitioners and enable researchers to deepen their understanding of e-loyalty in online shopping platforms.

Originality/value

The research better explains the gap between two important price-tactics-related variables (including coupon proneness and value consciousness); and further examines their roles in determining customers’ repurchase behaviors in the context of online shopping, which is not well examined in previous studies.

Details

Internet Research, vol. 27 no. 3
Type: Research Article
ISSN: 1066-2243

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Article

Fen Liu, Xuefeng Zhao, Patrick Y.K. Chau and Qing Tang

The purpose of this paper is to examine how consumers’ value evaluation and personality factors influence consumers’ intention to adopt mobile coupon (M-coupon

Abstract

Purpose

The purpose of this paper is to examine how consumers’ value evaluation and personality factors influence consumers’ intention to adopt mobile coupon (M-coupon) applications in China. The moderating effect of gender on the relationships between personality factors and consumers’ adoption intention is also tested.

Design/methodology/approach

This study conducted a survey to collect data from M-coupon application users. In total, 271 valid responses were analyzed using structural equation modeling (SEM) technology.

Findings

The results indicate that perceived value, personal innovativeness, and coupon proneness positively affect consumers’ acceptance of M-coupon applications. Personal innovativeness has more positive impact on behavioral intention for males than for females. However, the differential effects of coupon proneness on behavioral intention are not significant between males and females. In addition, the findings show that perceived convenience, perceived enjoyment, and perceived money savings positively influence perceived value, whereas perceived fees and perceived privacy risk negatively influence it.

Practical implications

This study helps M-coupon application providers to identify who is positive toward their services and how to improve consumers’ perceived value of the services, eventually expanding their user base.

Originality/value

Prior studies mainly focussed on the usage behavior of M-coupons and overlooked the important role of M-coupon applications in promoting M-coupon use. This research fills this gap. The research findings offer insights into the factors influencing consumers’ behavioral intention to adopt M-coupon applications. Besides, the results of gender’s moderating effect advance the understanding of the differences in males’ coupon usage intentions between the contexts of M-coupon applications and paper-based coupon services, which enrich couponing research.

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Article

Christiana Yosevina Tercia and Thorsten Teichert

The purpose of this paper is to investigate how monetary incentives foster purchase intention in WOM settings.

Abstract

Purpose

The purpose of this paper is to investigate how monetary incentives foster purchase intention in WOM settings.

Design/methodology/approach

This study investigates offering mobile coupons as an incentive and word-of-mouth (WOM) tool. An empirical study compares achievable effects on WOM behavior in an Eastern cultural context, which an Indonesian sample represents, and in a Western cultural context, which a German sample of incentivized WOM represents.

Findings

Providing senders and receivers’ with differing incentives leads to German consumers having an unfavorable attitude toward such incentives, but not for Indonesian consumers. Furthermore, Indonesian consumers base their decision to redeem mobile coupons more on their personal judgment and their overall deal proneness, while German consumers rely on their personal judgment and on others’ opinion.

Research limitations/implications

There is a need to explore more countries to enrich the Western and Eastern cultural perspectives.

Practical implications

Western firms should consider providing senders and receivers with the same incentives. Alternatively, a non-transparent strategy might be a solution. For firms located in Indonesia, or in other Eastern societies, the transparency of the provided incentives is not a main concern, because inequality is not a big issue in an Eastern society, while senders’ or receivers’ deal proneness character strongly influences their intention to redeem a coupon.

Originality/value

The use of a mobile coupon as a novel incentive and WOM tool.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 28 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

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Article

Hyunjoo Im and Young Ha

This study aims to investigate determinants of permission-granting intention of consumers based on transaction utility theory. The study also was designed to investigate…

Abstract

Purpose

This study aims to investigate determinants of permission-granting intention of consumers based on transaction utility theory. The study also was designed to investigate the role of two individual characteristics, coupon proneness and fear of spamming as well as gender difference. Mobile coupons have quickly become an important marketing tactic. However, our understanding of mobile coupon usage is limited because previous studies of coupon usage do not examine key characteristics of new technology-based coupons. Therefore, research in this specific context is necessary.

Design/methodology/approach

An online survey was used and US adult consumers (N = 658) were recruited to empirically test the model. The data were analyzed using structural equation modeling.

Findings

Results provided support for the proposed model. The data confirmed the evaluation process of a potential transaction using mobile coupons hypothesized based on transaction utility theory. Gender differences were tested using multi-group analysis. There was a significant difference between females and males. Overall, negative factors, fear of spamming and perceived risk, played a more important role in the model for females than males.

Originality/value

The study provided theoretical support for transaction utility theory in the context of mobile coupon usage decision. Also, the study advances understanding of unique issues of mobile coupon marketing by addressing permission-granting intention and gender difference in the process of evaluation.

Details

Journal of Research in Interactive Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

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Article

Ayushi Sharma and Rakesh Mohan Joshi

The focus of this study lies in understanding the extrinsic vs intrinsic motivators which drive the m-coupon sharing behaviour in social networking sites (SNSs). A…

Abstract

Purpose

The focus of this study lies in understanding the extrinsic vs intrinsic motivators which drive the m-coupon sharing behaviour in social networking sites (SNSs). A consumer can make promotional tool (in our case m-coupons) viral if the cues trigger an apt motivation. This study fills the need gap by identifying which motivations must be focused to make a promotional tool viral by the consumer especially in an emerging economy like India.

Design/methodology/approach

We designed conceptual framework based on extensive literature review and employed hierarchal regression methodology to investigate the motivation to share m-coupon.

Findings

Sense of self-worth, Socializing and Reciprocity emerge as strong reasons for a consumer to share m-coupons amongst friends and peers in SNS. Results have shown that intrinsic motivation works very effectively when a consumer shares m-coupons in SNSs.

Research limitations/implications

This study has certain limitations. First, the impact of age, gender and education can also influence the results as perception evolves with age and education. Second, in our study, we have not classified m-coupons in different categories. Different types of m-coupons may have a different impact on consumers.

Practical implications

The paper presents findings, which are useful for marketers to develop a customer-centric viral promotional strategy.

Originality/value

This study is one of the few studies in integrating types of motivation with coupon proneness and coupon sharing in social media. This study has specifically targeted the emerging economy where m-coupons usage has seen a surge. Study has shown that it is the intrinsic motivation which is very crucial for encouraging consumer for participating in SNSs and share e-word of mouth amongst friends and peers.

Details

South Asian Journal of Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-628X

Keywords

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Article

Arpita Khare, Dhiren Achtani and Manish Khattar

The current research aims to explore influence of shopping motives and price perceptions on Indian consumers' attitude towards mall retailer promotions. Effect of price…

Abstract

Purpose

The current research aims to explore influence of shopping motives and price perceptions on Indian consumers' attitude towards mall retailer promotions. Effect of price discounts, gifts, coupons, and rebates offered by mall retailers to attract store traffic were examined.

Design/methodology/approach

Data were collected through mall intercept technique in six cities across India. Convenience sampling method was used to target metropolitan and non-metropolitan cities for data collection.

Findings

Results suggest that consumers' attitude towards mall retailers' promotional strategies is influenced by shopping values and price consciousness, deal proneness, and coupon proneness. Age, education, and income influence consumers' attitude towards promotions.

Research limitations/implications

Only three constructs of price perception scale were used for the research. Future research can include all the items of price perception scale to understand its applicability on Indian sample. Promotions offered by branded and non-branded retailers in malls were not examined.

Practical implications

The findings can be useful to mall retailers for designing promotions to increase footfalls and sales. Promotions can be used by retailers to convey value and attract price conscious consumers. Retailers need to match their promotional offers according to price sensitivity and shopping motives of consumers.

Originality/value

There is limited research to examine role of promotions used by mall retailers in attracting footfalls in Indian malls. The influence of price perceptions and shopping motives on promotions offered by retailers in Indian malls has not been examined.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 26 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

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Article

Rocío Carranza, Estrella Díaz, David Martín-Consuegra and Pilar Fernández-Ferrín

The development of Information Systems (IS) and Information and Communication Technologies (ICT) is offering new opportunities for businesses to implement promotion…

Abstract

Purpose

The development of Information Systems (IS) and Information and Communication Technologies (ICT) is offering new opportunities for businesses to implement promotion strategies focused on customer attraction and retention. In this sense, mobile coupon usage has increased as a promotion tool, especially in the fast-food sector. However, the use by consumers of these coupons is not homogeneous and it is conditioned by prior experience. Thus, this study aimed to examine variations between Fast Food Restaurant (FFR) customers based on their prior experiences with the use of mobile coupon (expert vs novice users).

Design/methodology/approach

A sample of 400 fast-food customers was collected using a structured questionnaire. In order to compare the proposed relationships between expert and novice users, a multigroup approach was applied through new, recently proposed evaluation procedures designed for PLS–SEM.

Findings

The results show that the two groups of consumers (expert vs novice users) have notable differences regarding the relationship between perceived ease of use and perceived usefulness. This relationship was the strongest in both groups. However, there are no differences found in other aspects considered as antecedents to mobile coupons usage, for instance, usage intention and attitude.

Practical implications

This work emphasises the importance of considering differences based on experience between mobile coupon users. Ease of use, perceived consumer utility and increased mobile coupons in apps can be the key to driving effective business strategies based on promotional tactics by FFRs. Likewise, this study can help other researchers in their empirical applications of PLS–SEM analysis.

Originality/value

This study is the first to provide an in-depth analysis of differences based on users' experience with mobile coupons at FFRs. It is innovative in its introduction of the consumer's coupon proneness variable.

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Article

Michael McCall, Carol L. Bruneau, Aimee Dars Ellis and Kimberly Mian

In this paper the authors seek to develop a measure that can identify those customers who might best be described as rebate prone, and to link rebate proneness to…

Abstract

Purpose

In this paper the authors seek to develop a measure that can identify those customers who might best be described as rebate prone, and to link rebate proneness to behavioral usage of rebate offers, intentions to use rebate offers in the future, attitudes towards using rebates as a way to try new products, and finally, the tendency to complete the rebate transaction.

Design/methodology

In study 1, college students enrolled in marketing classes at two large state universities were asked to complete a brief online survey regarding their attitudes towards rebates as a promotional tool as well as shopping behaviors and attitudes towards shopping. Study 2 replicated study 1 using a mall intercept approach.

Findings

Confirmatory factor analyses of the measure of rebate proneness demonstrated substantial psychometric validity and yielded acceptable levels of internal consistency. In both studies, rebate proneness was significantly and positively related to behavioral, intentional and attitudinal approaches to rebate usage. Rebate prone shoppers viewed rebates as a substantive incentive for trying new products.

Research limitations/implications

These results are preliminary yet provide an important foundation to explore a measurable propensity towards product and brand specific rebate usage.

Originality/value

The promising theoretical framework of consumptive delay provides a managerial opportunity to segment consumers on the basis of measurable psychological and behavioral tendencies. Rebate usage is but one of a number of strategies that can create and or maintain brand loyalty. The ability to identify and provide incentives to incent rebate prone shoppers has widespread implications including the enhancement of the lifetime value of the customer.

Details

Journal of Product & Brand Management, vol. 18 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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Article

Alcina G. Ferreira and Filipe J. Coelho

This paper aims to contribute to the literature on brand loyalty by illustrating the mechanisms through which product involvement influences brand loyalty. In doing so…

Abstract

Purpose

This paper aims to contribute to the literature on brand loyalty by illustrating the mechanisms through which product involvement influences brand loyalty. In doing so, the study is original in considering the mediating role of the multidimensional price perceptions’ construct.

Design/methodology/approach

Two thousand questionnaires were distributed in two shopping malls, yielding a sample of 535 consumers, covering eight different grocery products. To test the hypothesized model, the authors relied on structural equation modelling.

Findings

Product involvement influences on brand loyalty are partially mediated by price perceptions. This is a novel finding. Moreover, product involvement relates positively to six price perceptions, and this is also original. As expected, value consciousness and sale proneness are detrimental to brand loyalty, whereas price – quality schema contributes to it. Unexpectedly, however, price consciousness, sale proneness and price mavenism are positively related to loyalty.

Practical implications

Managers can improve brand loyalty by increasing consumers’ product involvement, by reducing the reliance on a value-for-money orientation and on non-coupon promotions and by focusing on lower or higher prices and on coupon promotions and emphasizing a price – quality association.

Originality/value

The product involvement/brand loyalty relationship has been characterized by mixed findings. This paper contributes to this debate by clarifying the mechanisms through which involvement relates to loyalty. In doing this, this paper also innovates by investigating the relationship between involvement and the multidimensional price perceptions’ construct. In this process, this paper also inquires how seven price perceptions relate to brand loyalty, with novel findings emerging.

Details

Journal of Product & Brand Management, vol. 24 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

1 – 10 of 288